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. 2017 Nov 24;7:16295. doi: 10.1038/s41598-017-16572-2

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© The Author(s) 2017

Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons license, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons license and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/.

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Brain regions activated during the persuasion task. (a) Brain regions commonly activated by all conditions. (b) Brain regions activated by norm-directed persuasion compared with those activated by belief-directed persuasion (direction non-specific in both cases). (c) Left middle temporal gyrus was specifically recruited in persuasion that designed to decrease agreement with norms. The activity found by the contrast (ND − NI) − (BD − BI) (upper panel) positively correlated with the degree of persuasion-induced attitude change across participants (lower right). Activation maps in (a–c) have statistical thresholds of p < 0.001, corrected to p < 0.05 for multiple comparisons using cluster size, assuming the whole brain as the search volume. Error bars depict SEM. ND, norm-agreement decrease. NI, norm-agreement increase. BD, belief-agreement decrease. BI, belief-agreement increase.